Angela Smith and Gina Sherwood for BrewDog at 'Taste Of Edinburgh' 2012
As per my Fellowship Grant through The State University of New York College at Oswego, I have had the opportunity to take a Job in Fraserburgh, United Kingdom at BrewDog. I have been here for about 6 weeks now, I cannot believe the amount of work that has been at my hand.
My main tasks include : media relations, graphic design, coordinating of print materials, product development & design, marketing, brand representation, video production & photography.
Media Relations: This roll consists of coordinating with film crews, journalists, and a range all interested outside inquires. Thus far I have coordinated with film crews from BBC ALBA (UK) & Vincent-TV (Germany), at the moment I am in talks with British GQ, and later on this month I will be guiding journalists from “The Gate Report” (Sweden) & a Restauranteur (Japan) into the BrewDog world.
Graphically speaking : I have just completed a design for a BrewDog event that is taking place in Singapore, as well as brewing event posters that are to be featured in BrewDog bars. I am currently working on a poster that will highlight the series of UK events that will pay tribute to the “INTERNATIONAL ARMS RACE” (a brewing battle between Flying Dog (US) & BrewDog).
INTERNATIONAL ARMS RACE:
BrewDog: http://www.brewdog.com/blog-article/international-arms-race-flying-dog-v-brewdog
Flying Dog http://flyingdogales.com/we-declare-war-on-brewdog-and-think-scots-talk-funny/
Changing wordage or altering pre-existing print material, sending them to print, & then distribution to one of 7 bar locations throughout the UK is a task that can be tossed into my day at any moment. A design of my making is currently be part of a major garment order that I have complied : this task includes; assessing current stock both in house & in the bars, reordering of pre-existing t-shirt designs, integrating new designs, scouring materials of quality, then compartmentalizing the whole lot into sizes, making sure production is on track, and eventually I will distribute the order amongst the bars, the online store, and in-house stock.
Also in the works, I have taken on a complete menu overhaul: this included consolidating and reformatting the current menus and print materials featured in the bar locations into one congruent and accessible menu design. As well as an accompanying technical drawing that illustrates a concept for metal housing that will contain the master menu.
Gina at BrewDog contruction site in Ellon
The role of an in-house photographer, was a surprising and welcome edition to my daily responsibilities. This includes creating images for online shop, a potential buyer, or simply documentation of BrewDog life. Currently I am in the process of documenting the construction of the new BrewDog brewery through time-lapse photography. This included: sourcing and purchasing appropriate cameras and housing, choosing the best location to place the cameras that will remain unobtrusive to the construction crews.
New Brewery : http://www.brewdog.com/blog-article/we-built-a-new-brewery
A task that I have taken on that is possibly the closest to my heart, is that of developing a system to re-brand 1000+ of kegs. The kegs were previously branded with a name of their former owners, and that tag had been screen-printed on. Using my production knowledge of graphic design, metal fabrication, screen printing, and woodworking – I have developed a method to sand off the pre-existing print, as well as tag with a “BrewDog Jumping Dog”. In choosing the design for the stencil I wanted it to be: easily recognizable, accessible, and contemporary – as well as not difficult to apply.
In my first few weeks at BrewDog I was charged with the task of sourcing and purchasing a wardrobe for a video shoot to commemorate a beer that was being made in ‘recognition’ of the 2012 London Olympic Games. During the shoot I was an aid to the director, making sure people were in shot, that everything worked, and that we had everything we needed. The video dropped last week before the official start of the games and it was amazing to see the work that I had designed committed to film. An even more amazing feeling came over me when the beer was released to the public on the following Saturday july 28 2012 – the bar staff decided to dress up in outfits like that of the video – all over the UK.
video can be seen here: http://www.brewdog.com/blog-article/never-mind-the-anabolics-launch-events-this-saturday
BrewDog Headquarters
Thus far this has been the most incredible experience, I feel truly fortunate to have this opportunity, and incredibly blessed to be able to wake up everyday and do everything I love to do. BrewDog xx
Bragging rights: mash tun 0 – Gina 2